Unlike competition, we went beyond traditional TV communication and built Prima Baby Games arenas, where babies and parents experienced and enjoyed the freedom of movement with activities such as baby yoga, crawling contest, ball shooting etc. We educated mothers with tips on how to raise healthy and active babies. Participant babies were awarded with trophies, t-shirts and samples. Baby Games created a unique engagement online, also. The activity route, photos and videos were shared on Prima’s Facebook fanpage & webpage and the route was modified according to requests from mothers. Moms inspired from Baby Games, uploaded their own home-made videos to the fanpage. Special advertorials were aired before newscasts and magazine programs; as if reporters were reporting live from the Baby Games.

Value share recorded 4.2% increase in the first following month after the campaign; the highest ever in past 3 years with 45%.Top of mind awareness increased 50% vs. last 12 month average; exceeded the target and reached the highest ever level in 2 years.

7.000 babies won medals in the Games and Prima Baby Games created unique brand experience for 700.000 parents (25% of our target group) at 22 different locations in 10 cities. Facebook fanpage fan numbers increased amazingly by 70% during the campaign.